CHALLENGE

Every brand goes all out to catch eyeballs at the Shanghai Auto Show. How can we ensure that the Mercedes-Benz A-Class has all the elements of desire in place?

SOLUTION

We focus on car fanatics' top desire––I know better and can have it first. To catch their attention, we took an unconventional route––we designed the first of its kind––a Sina Weibo multi-player social “car chase” contest for car fanatics to be the first to view, test-drive and own the Mercedes-Benz A-Class.

UNPUBLISH   

We didn't win the pitch, but we believe it could have been China's First Sina Weibo Interactive Social Game, and a successful one..